QUESTION 1In what ways does your media product use, develop or challenge forms and conventions of real media products?

THE PURPOSE• My advanced portfolio was to create music video from a certain genre

of my own choice. Doing this It has required me to carry out very detailed analytic research into music videos that help expand my knowledge and perspective of my view towards music videos.

• With my in depth research and theory analysis I have done to help for the next stage. Planning my music videos and also the ancillary products which consists of creating a digipak and a music advert.

• With creating a music video, the research into them have allowed me to understand the differences between music video and the genres that they are from. Furthermore music videos are very different from each other because of the genre and what their conventions are, but at the same time they have similar aspects which stay the same.

• The music video is an visual presentation of the song, this is usually accompanied by the songs visual representation of a narrative that the song portrays. The video could also have dancing and a lyrics within it. The main purpose of the music video is to please and entertain the audience in the way the artist would like to depending on the target audience and the genre of the artist.

Research Planning Production Evaluation

DOES MY DEVELOP OR CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

Developing and following conventions of real media products is sustained throughout my music video. This has been demonstrated through various ways.

• Themes:

All music videos has their own specific themes that is usually depend on the genre. My music video consists of the themes females, drinking and smoking themes. We as a group has decided on these themes because it was conventional to the genre Alternative “RnB” and this is also what the song consists of. These themes was easy to portray because they are easily understood in the “RnB” audience.

• Character representation:

My representation of my character is strongly follows the alternative RnB genre conventions who portrays all the themes in this genre. We picked this character who is able to portray the themes of females, drinking and smoking. This easily relates to the acting in the music video which has enhanced it.

• Artists Representation:

With the representation of the artist he needed to be able to sing present and lip sync the song and be reflective towards the alternative genre and our target audience. This is shown and is evident in my music video because he is young, trending and cool.

• Location:

The locations we have are depending on the theme and the things we was showing within the music video, my music video include multiply location due to shooting in lots of areas in central London. And doing this suits the song and the themes that are shown.

• Theory:

I have followed Goodwin, Dyer’s and Mulvey Theory’s of music video’s as I have followed each of their rule for example the idea of male gaze is shown when showing the female. Our editing reflected the idea of the pace of the song and the ideals shown within them. Furthermore there is a strong presence of star image because of the lip syncing and the clips of him.

• Editing:

The Editing within the music video matches the pace of the song. And the editing highlights the rule from Goodwin's theory.

ARTIST SIMILAR TO MY IDEAI find that Drake and The Weeknd is the best suited for an example my artist due to their look and how they are conventional to my artist in the alternative RnB Genre.

Cinematography: In the music video there is a lot of close ups and medium shots to show the artist and the other characters. Furthermore it is also used to portray the facial expressions and emotions of the artist and their attitude and lifestyle. We have decided to portray our artist as Drake or The Weeknd.

MES: Natural lighting has been used throughout the music video due it already having the lighting that they wanted every time it was filmed the lighting was what we wanted. Doing this allows us as an audience to see the artist clearly.Artist Image: The costume of the artist is very important due it having to relate and be trending at that time due to him being a “idol” to the audience and wanting to dress like him. Editing: The slow paced editing with the video helps put the emphasis of the narrative of the music video, but when the beat becomes a faster pace then it allows the video to become visually pleasing towards the a

CINEMATOGRAPHY IDENTIFYING CONVENTIONSThe relevance and the importance of cinematography is essential to the music video due to it having a very big impact on the overall success of the finished music video. Using different sizes, shots and angles should allow and show a wide range of cinematography shown. Using different cinematography shots for each clip to get a message across and also to make the video look professional as well with the different camera shots. Using correct cinematography in the music video and the genre allows the audience to be able to engage into the video and be satisfied with the music video which would be because of the overall success of the music video product.

In relation to the theme of my music video and song, female, drinking, smoking and socializing. Close ups, medium shots

illustrate the emotion and the young activities that the artist and also the characters use. The long shots and establishing shots are

used to show the location and what the artist is doing from a distance.

Close Up

Long Shot

IDENTIFYING ANGLESI have used high angle shot to show and challenge the idea of the character being vulnerable in my music video it is used to show the artist moving on from one location to another of his adventures of the night. I have got a low angle shot of my artist showing him being at the front of his friends walking and doing this shows his power, furthermore with him telling them to come and where to go also further enhances this.

Low Angle High Angle

THEORYGoodwin, in the research it suggests that the use of the close ups of the artist showing them and also lip syncing allows for the audience to become familiar with the artist. I have used quite a lot close ups to represent my artist and the emotions this has been done my clearly showing it through the close ups. Richard Dyer, theory is all about the ‘star image’ this is also outlined by the use of cinematography. This is shown within my music video as my artist has his own star image and doing this by the use of their costume and their performance which is clear seen through the use of medium shots and close ups. What this does is create a connection with the artist and the target audience as it enhances the idea of the artist being the audiences ‘idol’.With the research and understanding of this, I have followed these theorist’s theories so that it would appeal to my audience. Also by doing this it enhances the quality of the music video because the use of cinematography and the techniques outlined by the theorist’s, by having this knowledge I am able to produce a conventional music video.

CAMERA MOVEMENTS

The camera movement that is mainly shows the sexual/private parts of the female and lingers around the females body. Mulvey suggest that this action of the camera work is like looking through a males perspective and looks at the female as if they are a sexual object especially in the RnB genre.Our product of the music video doesn’t challenge it because it shows the female in that way as this is what we wanted to portray within the video and furthermore the themes that go long with it, suit much better if they are conventionally shown.The camera movement was used for the purpose of male gaze looking at the females in a sexual way, this is because I was capturing sexual perspective of a guy. By doing this I am doing it to relate to the audience and the theme due to this being conventional to the genre.

MISE EN SCENE

In Mise En Scene there is different aspects within it, with each of them they all have the same importance of each other. With this all the aspects would all help enhance the video’s impact due to the generic conventions which go with the genre and themes and affect the audience. Demands of the song depend on the artist and mise en scene varies depending on the genre the song is in. Furthermore the audience would be expecting to see spefcific aspects of a video being done, this is because of mise en scene to be used in a video allowing the video to be conventional to the genre or not. With my audience they would expect to see the video in a conventional way because of the themes and ideas we have doesn’t challenge the way we could show the video.

Five of the most important aspects to consider when analyzing mise en scene

- Lighting- Setting- Iconography- Body Language and Facial Expressions- Costume, Hair and Make Up

LIGHTING & COLOUR

With the lighting and colour within the video it enables the audience to gain a better understand of what is going on in the video due to it adding to the emotion that the video could be trying to portray. - Low key lighting is evident throughout my music video as this is very

relevant in the alternative RnB genre especially with the themes of females drinking and smoking as most of this is done at night. With this it helps create the vibe and visual connect to the audience in where the music video would allow the audience to understand of it.

- How ever there is a lot of natural lighting would be used because the characters are no going through anything where we are trying to portray anything but him traveling or singing. And again with this it reflects onto the genre and the song.

Natural Low Key

COLOUR• Colour – the clothing of the artist in my music video is

wearing black clothing to represent the bad intensions that there is, such as all the drink and smoking. Furthermore this shows that he only likes dark colours because he is always out in at night,.

• Later on we still see that he is out in central London, what this represents is the motives that the artist gets up to while he is there and the colour of having dark and bright lights of the buildings which highlight them being in the city.

Drake Headlines – Both are wearing black clothing.

Drake Headlines – Both have dark backgrounds (Night)

SETTINGI have various different settings within my music video. I have done this depending on the scene and where my artist is going or the lyrics of the song. Different locations are needed when shooting at certain parts of the song due to it matching the lyrics and the visuals, this is done so that the audience is able to recognize or relate to it. I have used various locations in central London mainly, Piccadilly circus and Soho in order to develop the video. These music video also follow the same theme as my music video which I have wanted to show that it is relevant to the genre.

Similar background when artist is singing

Similar location shot

ICONOGRAPHY

Iconography wasn’t used that detailed in my music video. Where the audience wouldn’t have to interpret something from an object. But showing something that the artist does in the theme of the genre.- Iconography that has been used within my music video is where my artist is shown smoking, this is to show what he does and no to tell his audience to smoke but it shows that is what he enjoys and what he does. By the use of this the conventions of the genre show that I have followed the theme and presented.

Smoking

COSTUME, HAIR & MAKE UPCHARACTERS

- The idea of using make up in the RnB genre of music video is to enhance the beauty of the female to allow them to stand out and look more appealing towards the audience. We have used make up and used it in a conventional manor in where we enhance the female characters beauty in a positive way where the audience would want to be with them.- The costume of our characters was where they look trending and good looking where, when the audience watch it they want to have their clothing or look similar to them. We made sure it still fit our theme like the colour and their fashion style.- The hair we have done where the two female characters look similar and have it shown so that when we look at them the emphasis is on the face and the top half of the chest.

COSTUME, HAIR & MAKE UPARTIST

I find that the artist star is image is outlined by their costume. I have had the choice of clothing would be based on similar artists in the RnB genre. The RnB artists have a specific style where the audience could be able to relate to them and where they can aspire to be like them in the fashion style. Clothing such as jackets and jumpers are conventional to the genre because they are frequently used by the artists. We have chose to do use this outfits so that we have real media product.- My artist is representational to the genre due to him having a casual but yeah a high fashion outfit by the jumper and jacket wore, furthermore it is in style and trending so the audience is able to relate and these trending types of clothing is conventional to the RnB genre.

BODY LANGUAGE & FACIAL EXPRESSION

- Characters:The body language and facial expression of the characters shown within the music video indicate that to the audience that they convey the themes within this music video. The body language and facial expression is very vital in showing what the character is feeling across to the audience. Happiness when they are out with the artist and having a goof time this is shown in their face being lit up and the body language.- Artist:The artist would show a firm form of body language in order to look serious, happy and enjoying himself with the female characters across to the viewers. Also his facial expression would look happy sending a message to the audience that he is feeling good and enjoying his time.

EDITINGEditing within the music video is essential, this is because it has a contribution to the pace of the music video. Typically RnB Genre's music videos use fast paced editing within the video if the song is fast. But according to Goodwin, the editing of the music video should reflect the pace of the song which I also believe because our music video does. As the pace of the video it matches with the sound if it is fast then the video is fast paced but then if it’s slow then video would be slow to. I have developed and used conventions here as I slow slow paced editing to highlight that the song has slowed down at this moment in time and to emphasize the slow feel of the song.However the would be aspects where the song is fast paced and video is as well such as the hook or the verse where the clips of the video change or have an effect going along the beat of the song.

SOUND

I have created a video for “Recognize By PartyNextDoor” the song has a sexual and youthful activities shown and highlighted. I have creatd a narrative but yet concep, performanced based music video in which the story is created for the audience as well as a music video with performance within so that the audience can relate to it.- Goodwins theory suggests that music videos should have;- ‘ Sound should match the visuals’- Lyrics should match the visuals’- Editing should match the sound’I have followed this theory and all od the stated above feature within my music video, this has helped make my product a video and that uses and develops conventios of real media products.

CONCLUSION

I have used and developed RnB genre conventions by using the research and planning to help create the music video. With this I have also planning out using Mise En Scene carefully to show the different aspects correctly. All of the elements of Mise En Scene is shown within the music video due to me being able to use or develop the ideas and conventions as they would help contribute to the audience and their satisfaction of the overall music video’s success.I have related my work with notable music videos in the RnB Genre where it has shown Mise En Scene and further shows the fact I have used and developed the forms and conventions within the genre itself.